Quantitative Marketing Research

By Prithwiraj Mukherjee   |   Indian Institute of Management Bangalore
Learners enrolled: 824
Marketing research is crucial to marketing managers, as it helps answer crucial marketing questions using data. In this course, we introduce quantitative marketing research techniques in conjunction with key marketing concepts. The participant is introduced to the design, implementation and interpretation of quantitative market research projects.

The participant is introduced to the concept of value and willingness-to-pay, along with how to use auctions to estimate this. We then cover conjoint analysis, where the concept of value as a function of different attributes is discussed. We then move on to cluster analysis, where we discuss market segmentation based on different value propositions that different customers may seek.
Finally, we discuss ethical issues in marketing research, going beyond its technical aspects.

Course Status : Completed
Course Type : Core
Duration : 6 weeks
Start Date : 31 Jan 2021
End Date : 30 Apr 2021
Exam Date :
Enrollment Ends : 28 Feb 2021
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate

Page Visits

Course layout

Week 01: Value and Willingness to pay

Setting the Framework
Elements of Value
Value and Willingness to Pay (WTP)
An Example: WTP
From Problem Definition to Decision Making

Week 02: Indirect Measurements of Value

Exaggeration Bias
Second Price Auctions
The Van Westendorp method
Conjoint Analysis

Week 03: Survey Design, Constructs and Scales 
Defining Survey
Asking the Right Questions
Common Pitfalls in Survey Design
Construct Validation
Likert Scale
Cronbach’s Alpha

Week 04: Segmentation, Targeting and Positioning

Defining STP
An Example: STP
k means clustering algorithm 
Application of k means clustering to market segmentation

Week 05: Ethics of Marketing Research

Ethical Dilemmas
Price Discrimination
Privacy and Targeted Advertising
Influencer Marketing

Books and references

  • Marketing research by Malhotra and Dash.
  • Marketing research by V Kumar
  • Principles of Marketing Engineering by Lilien, Rangaswamy and De Bruyn

Instructor bio

Prithwiraj Mukherjee

Indian Institute of Management Bangalore
Prithwiraj Mukherjee teaches marketing management and marketing research at various programs including the MBA, PhD and executive education. His interests lie in behavioral decision making, agent-based models, digital marketing and new product development. He uses a variety of methods in his research, including mathematical modeling, lab experiments and computer simulations. He has done executive education sessions at IIM Bangalore for companies like Syntel, Novo Nordisk, Deloitte and HEC-Paris, apart from teaching in IIM Bangalore’s open certificate programs. He has also taught marketing management during his PhD days at ESSEC in Cergy-Pontoise, France. He received a PhD in Marketing from ESSEC (awarded jointly with the University of Cergy-Pontoise), France, a masters in Chemical Engineering from the Indian Institute of Science Bangalore and a bachelors in Chemical Engineering from the National Institute of Technology Karnataka, Surathkal. Prithwiraj has previously worked as a programmer at Oracle and a process engineer at GE Energy.

Course certificate


Type of exam: Computer based exam 

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card for verification and take the exam in person. You can find the final allotted exam centre details in the hall ticket. The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. 


Weightage: 25% weightage for weekly assignment + 75% weightage for final exam. 

Passing Marks: You will be eligible for Certificate only if you score minimum 40% in Weekly Assessment and minimum 40% in Final Exam. 

If you score less than 40% in either weekly assessments (average) or in final exam, you will not receive the certificate. 

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